Hundreds of sponsors dot the ARCA Menards Series landscape over the course of the racing season, showing up on everything at the racetrack from billboards to firesuit patches to the hood of your favorite driver’s racecar. With Joyce Julius & Associates, it’s possible for us at ARCA to know exactly how much exposure any given sponsor receives on the live television broadcast of each ARCA Menards Series race. Thanks to the detailed tracking offered by Joyce Julius, we’ve discovered some interesting information about sponsorship from our most recent race, the ARCA Pensacola 200 Presented by Inspectra Thermal Solutions at Five Flags Speedway.
A total of 114 unique sponsors made an appearance over the course of the live television broadcast on MAVTV at Pensacola. These sponsors combined for 9 hours and 31 minutes of total exposure time during the airing of the race. These sponsors were mentioned a total of 386 times by the MAVTV broadcasting team, consisting of booth duo Bob Dillner and Jim Tretow along with pit reporter Derek Pernesiglio. The exposure value for all of the sponsors adds up to nearly $3.2 million in total.
Menards led the way with over 53 minutes of exposure from the series naming rights alone. The home improvement chain and longtime presenting sponsor of the ARCA series stepped up in February to become the series entitlement sponsor, giving way to the new ARCA Menards Series moniker. Menards picked up another 44 minutes of exposure from various other sponsorship placements around the track, such as the bright yellow spoiler decals that are required for every ARCA Menards Series car. Other series sponsors that saw significant airtime at Pensacola include General Tire (39 minutes of exposure, a value of over $225,000) and Herr’s (16 minutes of exposure, a value of over $80,000).
Unsurprisingly, the win by Michael Self (No. 25 Sinclair Oil Toyota) resulted in large exposure numbers for his backers with just over a half-million dollars in total exposure value. Toyota received 32 minutes and 50 seconds of exposure from Self and his Venturini Motorsports teammates, who combined to lead almost 100 laps. Sinclair, as the hood sponsor of the race winning car, was mentioned 14 times by the broadcast during its 27 minutes of exposure worth $153,000. Other team sponsors that received significant exposure include Monster Energy (sponsor of Ty Gibbs’ No. 18 Toyota; just under 15 minutes of exposure worth $84,000), Grime Boss Wipes (associate sponsor of Joe Graf Jr.’s No. 77 Ford and his in-car camera at Pensacola; 12 minutes of exposure at a value of over $75,000), and Craftsman (sponsor of Chandler Smith’s No. 20 Craftsman Toyota; 11 minutes of airtime with exposure worth over $60,000).
All ARCA Menards Series team owners can access this information via the Joyce Julius portal. Joyce Julius not only provides summaries on exposure from each race, but also from the entire season to date. Individual race reports are posted within two weeks following an event. Season totals are updated as soon as each race report is made available. Team owners can login at www.juliusreport.com to see how their sponsorship exposure stacks up.
The next event on the ARCA Menards Series schedule will be the Kentuckiana Ford Dealers 200 from Salem Speedway. Promotion was already underway at Pensacola with the Kentuckiana Ford Dealers receiving exposure worth $5,000 during the broadcast. The Kentuckiana Ford Dealers 200 will be televised live on MAVTV at 2:00 on April 14 – make sure to tune in for the second leg of the Sioux Chief Short Track Challenge.
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